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Posted by JonMorris

This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.

Since the birth of social media, brands have been searching for an effective way to leverage the power of influencers — those social “awesomizers” who have a significant following and a powerful voice in their respective industries. Obtaining a mere mention by the right influencer could boost even the most niche business to the forefront of social buzz.

But how do you determine who to target? How do you enchant them and convert them into a brand advocate? Read on to learn about the steps we took at Rise Interactive in developing and integrating personalized content into a digital marketing strategy, and the significant impact it had in elevating Rise’s digital presence.

Step 1: Identify your awesomizer

The first thing you need to do is identify your social media awesomizer — someone with a significant social following and powerful voice in their industry. Rise Interactive hosts routine digital marketing conferences where we bring together some of the brightest minds in the industry in our Internet Marketing Leadership Series (IMLS). At our first event, Travis Wright, global social media manager at Symantec and self-professed digital disrupter and marketing provocateur, gave a riveting (and hilarious) presentation about the power of social media. An avid Kansas City Chiefs fan, Travis described his experience sparring with the Chiefs through social media.

It all started with the below tweet, which created an unexpected but powerful ripple effect, due in large part to Travis’s broad social media following (more than 129,000 Twitter followers when he spoke at IMLS).

Soon after this tweet was sent, @kcchiefs rudely replied to Travis, igniting an explosive and ongoing social media feud. Travis’s battle with the Chiefs was eventually picked up by Reddit, Yahoo, Mashable and more. We like to think that this negative press contributed to the Chiefs firing their general manager, Scott Pioli, although we know that it was most likely Kansas City’s abysmal 2-14 record.

Travis’s story demonstrated the true power of social media and how he harnessed it to his advantage. He had a compelling story and a large group of followers, which allowed him to basically accomplish the impossible.

It got us at Rise thinking; could a brand create noise for itself on social media just as Travis had done? It was time for an experiment.

Key takeaway

Having a direct relationship with a social influencer will definitely help get your foot in the door, but even if you don’t have a personal connection with them, you can still court them. Find people in your industry that you respect, that are viewed as influential thought leaders, and that have a large group of followers. Start developing an online relationship with them — reach out to them and tell them how much you admired one of their blog posts, or reply to and share their posts. Be sincere and see where things lead. If you are able to establish a solid relationship with an awesomizer, consider pitching them your idea to develop personalized content for them to share with their followers. The worst thing that could happen …

You can read the full article at Moz Blog

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Posted by JonMorrisThis post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author's views are entirely his or her own and may not reflect the views of Moz, Inc. ...